Swot Analysis Of Four Seasons

III.II.I. Product

In the hospitality field, as part of the service industry, the most important concept is the product which we offer, therefore the brand names are a reliable way to judge the quality of the provided services. It is so because the idea of product mostly consists from intangible elements in this industry (Morrison, 2002).

Speaking about brands that made a name for themselves, we ought to mention Four Seasons and its brand strategy. Four Seasons is part of the leading hotels of the world when it comes to the service quality. The company 's name has resonance largely because of it 's consistency, there is no such thing as an underwhelming hotel in the Four Seasons chain. Exceptional dining, outstanding services,

I. Communication strategy of Four Seasons

Digital Strategy

During new age of luxury hotel marketing the leaders of Four Seasons Hotels and Resorts created the huge chain of digital media which promoting their hotels. According Felicia Yukich (social media marketing manager of Four Seasons Hotels and Resorts) «digital media is 50 percent of their brand’s marketing efforts, with a strong social media presence that facilitates engagement and encourages loyalty» (Parr, Ch.). Four seasons leverage social media channels to deepen its relationships with existing guests and attract new affluent consumers.

Pinterest Strategy

Four Seasons uses network Pinterest to rise their image brand, with the help of connection of its properties around the world and luxury travelers’ global audience (Digital Tourism.travel). Four Seasons offers to their luxury consumers a human concierge, which will give personalized travel tips face to face and over the phone. II. Connection

They produce and use the following channels for target of the multi-generational high net worth families:

Have Family Will Travel blog (www.family.fourseasons.com) representing real stories from guests traveling with kids.

Location - based Services - Four Seasons is the first luxury hotel brand which started to use location-based mobile and web services, such as Gowalla and Foursquare (Parr, Ch.).

To improve their communication strategy and to determine the specific needs of various international markets, Four Seasons Hotels and Resorts put an increased focus on demographics and constructed use cases which involved several factors, including favored device and comfort level of booking online. Then they produced a system which could be applied, adapted and operated in every market and in every language. In such way, brand communication remains the same around the world, but technology and content are improved for local audiences.

Thanks to these digital innovations Four Seasons managed to increase online bookings and site’s visits by 10 percentages. Income from online bookings is expanded by 6 percentages. But the most staggering number is showed by revenue from mobile booking - 82 percentages (Four Seasons Luxury Trend Report).

II. Critique and